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Abstract: This paper discusses the conceptual and empirical connections between an organization''s reputation management and online communication. The paper develops a theory driven model of the structural dimensions of reputation and analyzes organizational communication professionals’ views on the potential that online communication has for reputation management. The survey data showed that online communication was perceived to have positive impacts on the structure and advantages of reputation, and that these two aspects would seem to be strongly dependent on each other. Thus, online communication can be used to influence the assessments made by stakeholders about an organization''s products and services, corporate responsibility, success, its ability to change and develop, and its public image. In addition, online communication can generate reputational advantages by strengthening stakeholder relationships and building social capital for the organization. [Copyright &y& Elsevier]